Since 2007, our team has worked on the operational side of B2B technology events across Australia. We have managed sponsor booths, coordinated booth builders and printers, and sat with stand teams at 7am working out why the demo screen will not talk to the laptop.

The formal idea of an “event portfolio” comes from strategic-management thinking: the same portfolio logic used in finance and product strategy, applied to a collection of events rather than a single occasion.

Before pitching, the best agencies send a reverse brief: a short playback of what the client actually wants. Here is how to write one, and why it wins work.